The Relationship among Vanity Trait, Shopping Values & Compulsive Buying: An Evidence from University Shoppers

Abstract

The present paper is the first attempt to check the impact of vanity and shopping values on compulsive buying in university shoppers with the comparative study of business students and teachers. Our objectives are to check the impact of vanity on utilitarian, vanity on hedonic values, vanity on compulsive buying, mediation of hedonic and utilitarian values among vanity and compulsive buying. Our sample was the Business students and teachers of Mohammed Ali Jinnah University Islamabad. 200 questionnaires were distributed and 140 were selected. A conceptual model was developed and hypotheses were tested with structural equation modeling. The main findings suggest that the vanity affect the compulsive buying directly. The vanity affects hedonic values positively but no effect on utilitarian shopping values. The utilitarian and hedonic values do not mediate the relationship of vanity and compulsive buying. The vanity has no indirect relation with compulsive buying.

Keywords: Consumer vanity, Shopping values, Compulsive buying, University buyers